Adjusting Content Strategy During Covid-19 in 4 Easy Steps
Even if it sounds paradoxical, studies show that in times of economic uncertainty, the correct approach is to increase (not decrease) your marketing spend. If you want to stay in business and continue to do so when the economy revives, you must keep moving forward. That means fine-tuning your strategy to make sure it’s still engaging, but also informative and above all, sensitive.
1. REVIEW YOUR CALENDAR
There’s no point in pretending that things are normal – your customers expect your content to address your response to the current crisis and, most importantly, how your brand will support them, your business operations, and your employees.
Your content should be a fine balance between being aware of the circumstance, and not edge on exploiting it for your gains. Review the messages in your pipeline to remove anything that seems insensitive, and be extra vigilant of what you post. If you’re unsure, perhaps consider asking your audience their preference.
2. SOCIAL LISTENING
Sticking to the same strategy won’t work because right now, people are not in the same state of mind. The key is to monitor those patterns and adapt accordingly – the strategy you had last week is already out of date.
If you haven’t done this already, focus on your quality scores. First, pull a list of all your current keyword quality scores. Second, brainstorm to create new content for your PPC ad copy. Finally, do the same for your landing page.
– Genevieve Van Dijk
Pay attention to what is happening around you and what others are saying about your brand. Scan social feeds in your industry, review mentions of your brand and research your competitors to see if what they are saying/doing is resonating with their audience
Use Google Trends to find keywords and understand how you can strategise your content. Similarly, consider reviewing your device settings. Are more people using their phone? Or do they browse your site from computers?
Just because consumers may not be purchasing right now, it doesn’t mean they’re not researching. Releasing interesting or useful content now that targets upper funnel consumers will breed brand affinity and trust.
– Heather Morris
3. CUSTOMER EMPATHY
Technology is here to connect us. Just as it’s essential to be aware of the circumstances, it’s also important to keep your audience engaged through “brand love.”
In these times, the world needs kindness more than ever. Move forward with empathy and aim to provide value to your customers and the community. Take, for example, Disney+, who announced the early release of Frozen 2 on its streaming platform. The move drove site traffic up and made a whole heap of parents very, very thankful.
Consider hosting virtual events to raise funds for a charity (we recently took a look at how companies translate live events to virtual here), and remember that it’s not just about building goodwill and helping drive long-term loyalty – it’s about giving back, because it’s the right thing to do.
4. IMPROVISE. ADAPT. OVERCOME.
Bear Grylls isn’t the only one abiding by this catchphrase.
In terms of marketing, your strategy should be continuously revised based on consumer responses. Daily check-ups with your social media teams will help you make your digital marketing efforts effective, and find out what works best for the company.
Now is the time to focus on your marketing and stay ahead of your competitors. A global survey of more than 35,000 consumers completed found that only 8% of consumers believe brands should stop advertising due to the Coronavirus outbreak.
It’s true – recessions do not mean lower ROIs. Still, studies show that 52 per cent of brands that increased marketing investment saw year-to-year ROI growth over two years, based on data from the last recession.
Remember that the adjustments you made are quarantine-focused only, and will need to be reversed once restrictions are lifted. Finding a norm after Covid-19 will not be immediate or easy, but preparing for them as best you can is the key to staying ahead.